Color Kinetics Inc B Online Case Study Analysis

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Color Kinetics Inc B Case Study Solution and Analysis


Color Kinetics Inc B Case Study Solution (National Association for Stock Automobile Automobile Racing) is a company carrying out series of Stock Vehicle racing in United States and serving as an approving body for driving the rules for Stock Automobile Racing. The company was established in 1947, by "Huge Expense" France. NASCAR arrange Stock Vehicle Racing events in United States with the existence of about 130000 viewers on average in 2005. It likewise transmitted its events in about 150 countries. Stock Car Racing by NASCAR is the 2nd largest spectator sport, with greatest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its profits. The other sources of earnings for Color Kinetics Inc B Case Study Help consists of; 10% of the overall profits from tv rights, sanctioning costs i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed business culture with the non-interventionist technique. This non collective approach brings tensions in the sport. The building of Vehicle of Tomorrow by Color Kinetics Inc B Case Study Analysis, with an intent of security for the motorists, brought different stress amongst the stakeholders of the sport.
Executive Summary
The interaction audit, performed in 2010, revealed that in spite of the reality that the company highly rely on the communications between its stakeholders, there was no recognizable business interaction strategy. (

The audit mentioned numerous doing not have of NASCAR in terms of absence of internal combination, absence of fan management strategy and lack of social and digital media of marketing. The business has intricate ecosystem with independent tracks, motorists and groups. This structure with closed corporate culture bring different obstacles in accelerating a change. Other partners in ecosystem consists of the media networks i.e. tv and radio, and corporate online marketers.

Color Kinetics Inc B Case Study Analysis viewers was extremely faithful to the sport and the brand names related to the NASCAR, making it appealing for sponsors and corporate marketers.

Problem Statement.

The company is presently facing the issue of declining rates of participation at racing tracks and rates of tv viewers. This can put a significant effect on its earnings from sponsors, media rights, and from other sources of income.

Situational Analysis.

Although the company was rather effective till 2005 with its traditional marketing methods, however right after 2005 the company starts dealing with different issues including decline of its fan base. Numerous external in addition to internal elements are accountable for the decrease. Internal factors include; inadequate financial investment in social networks and other digital medias of.

Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their children and create generational commitment. Other challenges for NASCAR includes the shift of its fans to other sports as they were improving their fan's experience allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi access, etc.

SWOT Analysis.


In SWOT analysis, strengths specified as company's qualities which are different from its rivals. These are business's core proficiencies on which business efficiency or company success based upon. Color Kinetics Inc B Case Study Help core proficiencies includes it has rights of determining rules as approving body. Regulations and rules regarding expert stock cars and truck racing are dictated by NASCAR like if any group with needed skills and resources can enter into races by following rules and guidelines dictated by NASCAR. NASCAR has monopoly it this element. Its strengths also includes that it has title of second biggest spectator sport in the United States with having more fortune 500 sponsors based in US. Its races were utilized to broadcast in more than 150 nations worldwide with more than $56 million revenues. The main sources of their incomes come from tv rights, sanctioning costs, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 nationwide series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise large resource of fans and corporate sponsors. All the events of NASCAR are sponsored by corporates due to the fact that of most significant brand commitment of fans towards brand names advertised by Color Kinetics Inc B Case Study Solution. (See Appendix A).


Weaknesses of NASCAR includes its close culture which is non collaborative. Color Kinetics Inc B Case Study Solution establishes Vehicle of Tomorrow without partnership so result is that drivers did not like that idea. It was likewise found that NASCAR had no reliable method for company interaction.
Porter's 5 Forces Analysis

NASCAR typically used to rely on conventional media sources like local paper for promotion of its sports. NASCAR likewise came to know from these conventional media outlets that sport was difficult to cover. When sports fans were asked relating to popular celebs and stars then NASCAR chauffeur was not found even in leading twenty actions.


Economic down turn was experienced in late 2000 which can be threat for NASCAR due to the fact that if there is financial down turn then people would be having less return on financial investment. Economic down turn likewise results in boost fuel prices which also impacted NASCAR. Now if NASCAR make substantial investments in new sections which are based on new consumers then it may face negative remarks from its core fan base.

Porter's 5 Forces Analysis

It is important to understand market in which company is working due to the fact that NASCAR's bottom line i.e. net profit is greatly depends on this. There are 5 forces that are utilized to recognize profitability, intensity and beauty of NASCAR company.

Competitive Competition

These drivers can go against NASCAR if they got better chance in terms of rewards and television direct exposure. If viewers delight in other race automobiles and motorists more than NASCAR then audiences can shift to those other intriguing vehicles and chauffeurs. NASCAR might be having risk from its 2 direct rivals that is Formula 1 and Moto GP.
Swot Analysis
Provider Power

The provider power suggests the number of suppliers are offered in industry and what is the expense related to supplier if business shifts from one provider to another. Due to the fact that motorists with needed resources and skills are restricted, in this industry there is supply monopoly.

Purchaser Power

This force is regarding to customers that is it simple for consumers to shift to other items. Then clients are less most likely to switch, if there is more switching expense is associated. When it comes to NASCAR customers are its viewers. Because audiences will having low switching cost, audiences can change to other rivals quickly.

Danger of Substitution

Alternatives are referred as options. The replacements in this case can be other entertainment implies like audiences can move to other sports. So there are vast array of alternatives are offered in this scenario which suggests that danger of substitute is high.

Danger of New Entry

It is specified as how it is easy for any business to enter in that particular industry. When it comes to Color Kinetics Inc B Case Study Solution danger of new entry is low. If any business requires to enter in this organisation than they have to make heavy financial investments, due to the fact that. They need to develop cars and trucks and racing tracks and also needs to pay substantial amount to motorists for switching.

PESTEL Analysis


As NASCAR is working in different markets so it needs to deal with various regulations. It is likewise kept in mind that NASCAR has faced increased examination regarding regulatory. Every federal government has various priority so NASCAR has to be prepared for it as priority can be shifted to other sector.


Economic factors consists of tax rate, currency exchange rate, economic performance of that particular business, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its rivals can be impacted if there is federal government intervention in the marketing and sales sector. NASCAR can utilize abilities of staff members to develop new chances and improve existing chances.


Each has various social values and norms. It assists in understanding relating to society and preference of clients.


In this case of NASCAR it can be noted that business are heavily investing for research and development. NASCAR needs to also work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays an essential role in every nation since every country has various legal conditions. Color Kinetics Inc B Case Study Analysis needs to be make sure that they safeguard their legal rights in every county so any company does not damage to its legal rights.


Environmental elements are also crucial for each business. Because normally federal governments do not permit those service which can damage to environment. These environmental aspects consists of laws regarding pollution, climate change, safe garbage disposal, policies relating to insurance and so on. NASCAR needs to make certain that its automobiles are not creating contamination more than appropriate level.

7 P's of Marketing


The products of Color Kinetics Inc B Case Study Solution in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning rules for races and ad-space to corporate online marketers during broadcast of NASCAR races. (Hanlon, 2018).


Rates strategy of NASCAR for its race occasions tickets is based upon the location and importance of the racing occasions. In addition to race occasions tickets, NASCAR likewise charge numerous service fees to its stakeholders and earns profits. For example it charged approving charges of $1-2 million per race typically in 2005.


Marketing method of NASCAR is extremely based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races.


NASCAR have its racing tracks in numerous cities in United States. The most crucial tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Auto Club Speedway in California and Darlington Raceway in South Carolina. It attempts to conduct its races in most of the cities in United States to grasp across the country appeal.


Nestle people strategy is comprised of providing much better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an important aspect of Color Kinetics Inc B Case Study Solution A marketing method as its occasions are the source of entertainment for crowd. Its people method includes efforts to provide better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under individuals strategy of NASCAR.


A number of business procedures are needed to perform racing events in an efficient method. These processes consist of; appropriate schedule of time, plan for viewers, offering tickets, plan of space for sponsors, handling logistics etc. These all procedures contribute I constructing NASCAR image, improving viewers experience and increasing fan base.

Physical Evidence.

Most important physical evidences for the NASCAR includes the presence of its racing tracks, stock cars and trucks and racing events. Along with it, its merchandising brand names consisting of tee shirts, caps, goodies and so on, likewise function as a physical evidence for NASCAR.

Item Life Process Assessment.

The racing occasions by Color Kinetics Inc B Case Study Help was presented on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There had to do with 13000 fans present in the race. At the very first phase competitors for NASCAR was low, as the competitors drove the cars comparable to the cars driven by ordinary individuals.


After performing its very first race effectively the company moved towards developing its own tracks. The first Color Kinetics Inc B Case Study Solution based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by facility of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the business moved towards transmitting its races on tv in 1979. The first occasion broadcasted on tv was flag-to-flag protection of Daytona.

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he changed NASCAR from a regional Sport popular organization into one with international fan base. He started a brand-new period of financially rewarding sponsorships and television agreements for NASCAR.


The maturity duration for NASCAR started with the efforts of William France Jr., with the business having vast array of revenue sources. The company has about 500 sponsors with broadcasting its events in about 150 nations. The business has a great deal of tracks in the majority of the cities of United States.


The major causes of decline include the monetary crisis of 2008, which increased the cost of showing up at tracks for viewers due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Division.

The marketplace segmentation of Color Kinetics Inc B Case Study Solution can be divided into 4 sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Color Kinetics Inc B Case Help is based upon the geographical presence of its tracks in numerous states and cities in United States, and the television broadcasting of its occasions in different countries. The company has 23 tracks in about 20 states of America and has tv broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical segmentation provides the business local in addition to global fan base.


The demographic segmentation of Color Kinetics Inc B Case Study Analysis is likewise highlydiverse based upon the gender, earnings and age of the customer. To increase the demographic section of its market NASCAR ought to revise its marketing strategies to bring in more age groups and lower its costs to enter in the market sector with a low typical income.


The mental characteristics of the majority of the fans are quite comparable. NASCAR has a fan base with a commitment. Once in a week, NASCAR fans perceive it compulsive to purchase tickets and see the races. 71% of them choose to buy products with a NASCAR brand name. They are quite extrovert and want to mingle with other fans while racing. They want quality racing with low price at practical area. Although Color Kinetics Inc B Case Study Help has actually tried to increase the quality of its racing by presenting stage racing, they likewise have actually tried to lower rates and make the event easier by introducing live racing.


Behavioural division of NASCAR is based upon the behaviour of fans in terms of viewing the race live on the tv or by going in the events. Currently, the fans choice is towards watching the race at house on tv rather than going, as the client experience at NASCAR tracks is not beneficial as well as pricey.

Target Market.


One of the potential target market of Color Kinetics Inc B Case Study Analysis was Hispanics; the young and growing population of United States. The marketplace sector has terrific prospective for NASCAR as the population was growing at a higher rate and it was expected to end up being thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the segment reveals affinity with automobile culture, but need a more focused marketing towards inviting the section towards racing.


Kids are likewise one of the prospective target audience segment for NASCAR, as they are more linked socially than other groups. Creating fan base amongst kids can offer a prospective increase in the number of fans for racing due to their connectivity. Kids spend most of their times in using smart devices and playing computer game. Automobile racing games established by Color Kinetics Inc B Case Study Solution can be a potential source of acquiring attention of kids towards NASCAR track racing. NASCAR's digital functions related to kids are not capable of acquiring the attention. NASCAR requires more attention towards tailoring and improving its digital features to draw in the kids target market.

Generation Y.
Generation Y target market consists of those who invested five times more resources on discretionary expenditures i.e. acquiring tickets for racing events, than others. This substantial expense makes the section potential for NASCAR marketing technique of increasing its fan base. The market sector is likewise simple to method as 81% of the Y Generation consumer utilizes Facebook every day and the usage is two times of utilizing tv and radio. The market segment views sports as a get-together, rather than adherence to sport. The marketplace section thinks about NASCAR as an organization doing not have in producing a multiculturalism atmosphere. Color Kinetics Inc B Case Study Solution needs to take numerous steps to improve the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing helps in taking decisions concerning marketing.


It needs to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE stands for political, economic, social, technical, environmental and legal and is specified above.


Color Kinetics Inc B Case Study Solution is an auto racing company with having USP of high quality car racing with an international structure. Its sector is sports group and events.


Collaborations includes suppliers, suppliers and alliances of NASCAR. NASCAR utilized to get pay check of around $15 million annually from Turner Sports. NASCAR had to get approval from Turner Sport if it want to create its Facebook page, twitter account or even mobile application.


The client of Color Kinetics Inc B Case Study Help are its audiences. They target clients with having age of 15-60 years. Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their youngsters and develop generational commitment.


Groups usually represents sponsors in NASCAR and the medium of marketing is drivers. These chauffeurs can go versus NASCAR if they got better chance in terms of rewards and television exposure.

Marketing Methods.

1. Developing and Maintaining Facebook Page.
One of the prospective target markets sections for NASCAR is Hispanics which is the growing population section of USA but sadly NASCAR had been not able to draw in the this targeted section. It should develop a Facebook page including the information regarding the races and the places of tracks to make the customer useful about the core operations of NASCAR.
2. Establishing and Upgrading Accounts of Secret Drivers.
NASCAR motorists has a low star power as compare to players of other sports. Its ranks 7th in terms of star power (see Case Display). The significant factor behind it is that, the racers mostly play in groups and are not able to develop an essential account and keep a close contact with fans. The poor contacts with fans result in less tourist attraction of viewers towards the racers and a low star power. Star power is a crucial element for attracting viewers towards tracks and towards tv. The star power for the drivers at NASCARA might be enhanced by creating and updating accounts of essential motorists by NASCARA itself. This would get rid of the requirement of forcing motorists to preserve their accounts and would lead to increasing fans attention towards NASCARA chauffeurs.
3. Developing New Games and improving present video games for kids.
In order to bring in these kids, NASCARA needs to enhance its current racing games by presenting modification in the automobiles i.e. changing colours, selection of speed, presenting group racing in the game, using much better graphics related to the racing tracks and presenting various levels in the video game. All these adjustments in the existing game would offer better experience to kids.
Together with it, NASCAR needs to also develop brand-new games related to racing like kids racing with kids characters as chauffeurs, cartoon racing with racing in between numerous animation characters with a choice of choosing the preferred cartoon character for the kids. These techniques would allow the company to bring in one of its possible target segments.
4. Presenting multiculturalism at events.
Color Kinetics Inc B Case Study Help occasions are comprised of fans with very couple of multiculturalism, due to cost of arrival in occasions, making it unattractive for the clients perceiving sport occasions as get-togethers i.e. Generation Y clients. As the Generation Y customers are a possible target audience for NASCAR, for that reason the business must take specific measures to attract this possible target audience. It ought to embrace techniques to attract the customers far from the tracks area with various culture. The method to do so might be supplying unique discounts on tickets or complimentary tickets to audiences coming from a particular distance or from another state. It would increase multiculturalism of the fans and would make Generation Y customers more satisfied.
5. Improving Client Experience at Tracks.
NASCAR should work on facilities and facilities at tracks since on the race day audiences got dissatisfied. Viewers have many expectations from Color Kinetics Inc B Case Study Help because in same industry other companies are providing much better services than NASCAR. IF NASCAR don't work on this problem then its fans might moved to its competitors.

Marketing Budget

Marketing budget plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, reveals the cost associated data for the marketing techniques. It can be seen that method 5 of enhancing client experience at tracks would require highest preliminary financial investment and cost and strategy 4 of presenting multiculturalism will require lowest preliminary investment with lowest further per year cost.
NOTE: The worths about cost are presumed on rational basis due the lack of realities and figures connected to cost in the case study. Inflation rate of United States is presumed to be 10%.

On the basis of deep analysis of the external and internal factors of Color Kinetics Inc B Case Study Help triggering the decrease of tv viewership rate and attendance rate at tracks, the above marketing strategies are suggested to NASCAR to increase its fan base in long term. These techniques would deal with internal aspects like poor consumer experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., along with with external elements like moving of fans towards other sports, demographical changes in America and altering domesticity designs.